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These days, modern paints and fillers can hide a multitude of sins on the average dining room wall. Only you or your decorator will ever know that beneath that silky-smooth finish is several gallons of filler, untold layers of backing paper and hours of patience. Cosmetic maybe, but the overall effect can be astonishing, especially if you’re selling up…
It’s relatively easy to achieve the same kind of effect with everyday search engine optimisation. On the face of it, those first page rankings on Google are brilliant, especially when your biggest competitor, www.notasgoodasme.com is nowhere to be seen when search queries are typed in - an achievement that is totally meaningless if motivated visitors looking for your product or service simply aren’t using those terms in the real world! The only thing that matters in Search, whether it’s organic (natural) or Pay Per Click (ppc), is results, results, results.
Fundamental like this distinguish everyday search engine optimisation from Vertical Leap’s unique brand of Managed Search Engine Marketing. Vertical Leap proactively takes responsibility for your company’s results that are generated from search engine visits and linked sites. Rather than simply showing you meaningless lists of query terms and where they are appearing, Vertical Leap’s proprietary Campaign Management System is able to analyse each and every search term used to find your site and even to show which terms resulted in an action – bought something, requested information, contacted the company.
A Vertical Leap Campaign Delivery Manager will be able to constantly refine, drop and reinvent keywords and search phrases, with the focus always on improving conversion results.
This emphasis on achieving results encompasses everything Vertical Leap does for your campaign on a wider picture. For instance, it’s been estimated that 70% of all searches are carried out on Google. But a recent survey revealed that the more experienced a web user its, the more promiscuous they are with search engines: just 25% of experienced users said they used the big G exclusively, which means big opportunities for better overall coverage and results for your site on those other engines.
The same goes for keyword selection in the first place. All market sectors will have single word, generic terms which sum up their business – “letting agent” “car dealer” or the dreaded “gambling”. But the ideal keyword portfolio will aim to have a broad spread of keywords and phrases to encompass a range of very competitive, medium and low competitive terms to gain the widest overall coverage of performing keywords and phrases across the search engines.
Depending on their place in the buying cycle, prospects will search on generic terms at first and then drill down to more precise terms as their research and progression to committing, whether that involves a purchase or simply a contact. “flats to rent sussex” may progress to “2 bed flat off 7 dials brighton”.
There are two points to be made here: the aim must be to ensure that these performing keywords appear throughout the buying cycle, but sometimes it is worth realising that even if you face heavy competition with generic terms, your Campaign Delivery Manager stands every chance of delivering that prospect to your site at a later stage with more imaginative and focused keywords.
Similarly, thinking through search behaviour purely from a buyer’s perspective can yield a positive response even when applied to generic terms. For instance, in Vertical Leap’s case, typing in search engine optimization will yield 113,000,000 competing pages (11,700,000 for the s spelling), but if that prospective client is looking for an agency, isn’t there every chance they will type in “search engine optimisation company”?
Of course there are always inevitable ebbs and flows in search engine ranking results, that will affect the positioning of those performing results, but the aim has to be coverage and consistency. Don’t be alarmed if a competitor steals a slight march on you in one particular search query, consider the wider picture and see how you compare then.
The emphasis is on, yes you guessed it, results.
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